Imagine you are the proud owner of your very own brick and mortar wine store. Congratulations! Now: how would you run it? Would customers be greeted with a complimentary tasting of wine as they walk in? Is there a sommelier sales assistant on hand to offer tips, or maybe low lighting and ambient jazz music playing, setting a cosy atmosphere? Your store needs soul and character to be memorable. It might seem pretty obvious, but paying close attention to these details is what ultimately creates a customer experience that results in recurring sales. So the question stands: why not dedicate the same amount of care and attention to your online store? Unlike brick and mortar stores, you don’t have the chance to interact with your customers in person. Yet, if you focus on the overall online experience of your customers, you can make them feel valued and still add a personal touch. Here’s how:

1. Be Simple

User experience (abbreviated as UX) is how a person feels when interfacing with your website. The truth is, the more straightforward and accessible your winery’s website design is, the higher your sales conversions will be. Ensure your setup is really easy to use, so customers can feel comfortable in making their wine purchasing choices. This usability comes down to the small things such as having a sleek navigation menu or putting together combination deals and wine recommendations on your Shop Page. Do the hard work for your customer, and you will be rewarded. In addition, remember that your customers want to feel safe. Make your brand credible by starting with basics such as ensuring your website is HTTPS secure. The ‘S’ in HTTPS stands for “Secure” - as in this website has a secure connection. HTTPS is valuable because it protects all communication and customer information - particularly important when submitting valuable credit card details. Beyond this, ensure the check-out process is streamlined, offers sufficient payment options and sends an order confirmation via email right away. Clear communication is key with your customer to set the foundation for a brand that they can trust and feel happy returning to. 

2. Be Generous 

The theory of reciprocity describes the tendency of human nature to want to offer something when something is received. You feel obliged to do something in return because something was done for you. This is exactly where the power of discounts come in. Be generous to newcomers to your winery’s site, and welcome them with 10% (or more) off their first online case purchase. These mechanisms can typically be built in very simply on the backend of your website. Of course, you’re not just losing margin for nothing. In order for your customer to enjoy their discount, ensure the call to action is to submit their email address. In turn, they receive a coupon and you receive their contact details, which proves invaluable for re-marketing purposes via newsletters and targeting digital advertising. 

3. Be Grateful

Consumers are active, not passive, and it’s important to treat them as such. You need to acknowledge your digital customer, and say thank you - just like you would a real human in your wine store. There are several ways to do this in the e-commerce world. Firstly, set up an automated flow that sends an email after each successful wine or case purchase saying thank you. These emails can easily be automated, and are an opportunity to showcase a little more about the brand and offer further re-marketing channels. Alternatively, a hand-written or printed thank you card can go a long way when added into the shipment. Naturally, handwritten cards are wonderfully personalized and add that missing ‘human touch’ with e-commerce sales, but if you don’t have the capacity for this, then simply adding in a printed card can add significant value. In addition, adding a thoughtful thank you gift can also work wonders. Beautifully designed, affordable and useful presents such as fridge magnets or coasters can provide brand-building opportunities. If you’re really clever you can make your gifts limited edition collector’s items, encouraging people to re-purchase. 

4. Be Beautiful

Humans are visual creatures, and yes, first impressions count! How you package and present your wines for shipping can be a powerful marketing tool— so don’t leave it as an afterthought. With a little care, you can have your goods stand out in the crowded e-commerce field, and offer a memorable experience. The first thing people will notice is the box or case. Is there an opportunity to brand the packaging? You don’t have to spend big money here, but even adding your logo can go a long way. Your wine packaging is also a great opportunity to communicate your brand values: if your brand values sustainability, using recyclable packaging shows that you practice what you preach. Next, establish a solid relationship with your shipper to ensure your products are handled with care, arrive undamaged and that the boxes are easy to open and not covered with sellotape! Finally, when your customer opens the package, pop in some form of communication- this can be in the form of a thank you card, an invitation to a wine club or 10% off the next online purchase. 

5. Be A Friend

At the moment, the world is in completely unchartered waters due to the global pandemic and economic downturn. For this reason, companies need to do their best to look beyond their bottom line and try to resonate and connect with their customers in a real and meaningful way. Be a friend. Give back where you can. If you have been tracking your top customers (many database systems automatically do this for you), reach out to them now and engage with them letting them know what their business means to you. Speak as openly as possible on your social media platforms about how you are adapting to the new realities, be sensitive to the bigger conversations happening in the world and run competitions to grow your following. 

While e-commerce might seem complicated, most of the same rules apply to the digital world as they do to our 3D one. It is still an interaction between seller and buyer, and putting care into all the virtual interactions you have with your customer fosters the brand loyalty you need for repeat business. 

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